Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Consumer Health in Lithuania

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Executive Summary

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Market is moving towards smart consumption

Consumer health in Lithuania is gaining all the features of smart consumption in 2018. General health and wellness trend is supporting consumption of specific categories, such as sports nutrition or vitamins and dietary supplements.

Healthy economy leads to healthy dynamic and competition

Consumer health in 2018 continues posting similar dynamism to the historic period. The economic situation in the country has seen sustainable growth over the historic period, thus transforming into demand for higher-quality and innovative products.

Mixed trio at the top

Lithuania’s consumer health market remains very fragmented in 2018 with none of the major players taking more than 10% of value sales. However, international heavyweights, such as GSK Consumer Healthcare and Orkla Health UAB, remain the leaders due to wide product portfolios, strong presence on shelves and consumer loyalty.

Major channel expected to lose share

Chemist/pharmacies remains the largest and most important distribution channel for consumer health in Lithuania in 2018. Strict regulation of OTC medicine distribution is responsible for this position.

Saturation and shrinking consumer base against growing income

Over the forecast period, sales of consumer health in Lithuania are set to demonstrate a more moderate trend than during the review period. Several factors are set to impact this performance scenario.

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